In-flight configuration
Activate In-flight mode in one click during Brand lift setup.
No additional configuration or process is required : The platform will automatically collect respondents throughout the campaign and update insights continuously.
Brand lift setup
Setup your Brand lift :
Create a new Brand lift
Define the campaign objectives by selecting the KPIs
Specify the targeting, brand or product in the Configuration tab
Select your channels in the Media Plan tab
Use In-flight mode
In the Collection tab, select In-flight.
Depending on your campaign dates and media setup, the platform automatically calculates when we’ll start answers collection, from when you can expect results in real time and the estimated report delivery date.
To activate In-flight mode, the campaign must :
start the day you're doing the setup or in the future, and last a minimum of 10 days.
last a maximum of 90 days
In-flight mode cannot be enabled if:
The campaign has already ended
The campaign has already started, even a few days ago
It is a ID batch upload campaign
Apply a respondent boost in the Boosts tab
For single-channel campaigns a boost collection of 1000 respondents mandatory
For multi-channel campaigns, a boost collection of 1000 respondents is recommended
It is mandatory for single-channel campaigns because it ensures more detailed and reliable results over time, and strongly recommended (but optional) for multi-channel In-flight campaigns.
Why is a boost required in Inflight Mode for Mono, but not for Multi? The Inflight analysis is fundamentally built around comparison. How that comparison works differs between single-channel and multi-channel setups — and that's why the boost requirement differs too.
Multi-channel (no boost required) : In a multi-channel setup, the analysis compares performance across channels. This means the full sample can be used for each channel without needing additional respondents. The analysis can run without a boost, though one is still recommended — especially early in data collection — to reduce fluctuation and get more stable trends.
Mono-channel (boost required) : In a single-channel setup, there's only one channel to observe, so cross-channel comparison isn't possible. To make the analysis actionable, optimisation relies on reading sub-targets within the sample (e.g. specific audience segments). Without a boost, the sample size per sub-target becomes too small to draw meaningful conclusions, making optimisation nearly impossible. A boost is therefore mandatory to ensure granular, reliable reads.
Include additional questions if you wish, submit your Brand lift and add exposure data.
Keep in mind that we need a minimum of 20k unique users to launch a Brand lift with In-flight mode and 100k unique users in total for the whole campaign.
Best practices
To get the most out of In-flight mode, we recommend the following:
Ensure sufficient volume
Use a respondent boost to avoid daily data volatility
The more respondents collected, the more reliable your trend analysis will be
Prioritize multi-channel setups
In-flight mode delivers the most value when comparing multiple because the more you activate, the sharper you can optimise.
This allows you to identify performance differences and optimization opportunities
Focus on trends, not daily fluctuations
Early results may vary from day to day due to limited sample size
Analyze trends over several days rather than isolated data points
Define clear objectives upfront
Select KPIs aligned with your campaign goals before launch
This ensures more relevant analysis and actionable insights during the campaign
Plan for optimization
Use early insights to identify underperforming channels, creatives, or audiences
Anticipate possible budget reallocations or adjustments during the campaign
Get the consolidated report at the end
In-flight results provide directional insights during the campaign
Once the campaign ends, is delivered the final report that brings all data together with AI recommendations
Limitations
When using In-flight mode, keep the following limitations in mind:
Early data volatility
Results at the beginning of the campaign are based on a limited number of respondents
This can lead to daily fluctuations that do not reflect final performance
Progressive data stability
Insights become more reliable as more respondents are collected
Stable and actionable trends typically emerge after several days of data collection
Granularity depends on volume
Detailed analysis (by channel, creative, or audience) requires sufficient respondent volume (100k UU in total)
Without enough data, some breakdowns may not be statistically reliable
Dependence on campaign setup
The quality of insights depends on:
Campaign structure (single vs multi-channel)
Selected KPIs
Respondent volume (boost applied or not)
Inadequate setup may limit the ability to extract actionable insights during the campaign.
👋 If you don't find your answer, feel free to reach out to support@happydemics.com for further consideration !
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